Re: I'm getting ready to open a store -- Small Businesses Discussion Forum

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Subject: Re: I'm getting ready to open a store

Author:
Dennis S. Vogel

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Date Posted: 23:00:23 07/16/16 Sat
In reply to: Fanci 's message, "I'm getting ready to open a store" on 11:27:36 10/10/01 Wed

Hi Fanci:

Thank you for sending me your questions. This turned out to be a long letter of free advice. Just think how much I'd write if you're a client.

A basic tenet is - Don't ask a question, if you can't cope with the answer.

;^) My corollary is - Don't ask me a question if you can't cope with reading long answers. 8-)

Please realize my questions & statements are NOT meant to dissuade you. I want to persuade you to consider these issues so you'll be prepared.

Retailers & consultants should work together to prepare for, solve or mitigate problems. To fully serve clients, consultants need to be aware of issues to avoid as many problems as possible.

Worry & fear cause more trouble & aggravate current problems. Even awareness without action can be better than being negatively surprised.

Sometimes, some people think I over-think issues. I might think they're right - sometimes.

Some issues below are applicable only in a few situations.

Iterative Preparation

As you notice legal, consumption & economic changes, you can determine how conditions compare with your expectations & preparations. This will indicate which direction you need to iterate toward.

By knowing what to expect, you can iterate toward a compatible result. If you don't know what to expect, you'd probably have to make big, costly - disruptive - changes.

Some of these issues are long-term considerations calling for consistent preparation.

In effect, you can set up a plan - itinerary, so you'll be where you need to be at opportune times.

This part covers some external issues.

First, Some Benefits and Limitations Of Location

"You see, but you do not observe. The distinction is clear." Sherlock Holmes Quote from "A Scandal in Bohemia".

If your store is in a high traffic area, it can get a lot of peripheral visibility (in people's peripheral vision), but it doesn't guarantee significant exposure (not enough to make a meaningful impression).

That's obvious, yet retailers tend to think potential visibility is actual visibility. It's a bad assumption.

People are very distracted - consider how much people talk & text while they walk or drive.

Unless your store is their destination, they aren't in your neighborhood to buy from you.

You could use methods to attract them if their destinations would be near your store & especially if their activity is related to what you offer.

You'll need a good sign & window displays to get the attention you'll need.

Too many retailers have bland window displays. It's possible to push the envelope of interesting visibility without being offensive. You can probably find good ideas from other sources or hire a display designer.

You need to focus mostly on people who currently or soon will need/want what you offer. If people don't currently need/want what you offer, they don't need to be aware of your store.

Building long-term awareness won't keep you in business long enough to serve people more than a year from now. By then, if you're still in business, you might stock different merchandise anyway.

Could Be A Bad Sign

What are the signage laws for each location you're considering?

Sign regulations can include sizes & placements.

It's also good to be aware of precedents, proposed laws & petitions.

Depending on local laws, some business owners have bigger signs or positions than they're allowed to have legally, so they pay small fines each month. Those business owners consider the monthly fines to be a cost of doing business.

Be sure to get legal information from somebody who has authoritative knowledge in the matter.

Some city governments may require a sign to be taken down. In those cases, there are harsh penalties not small fines.

A city employee might show you the exact laws. You should get copies of all laws & be sure you understand them.

A sign maker should know about sign regulations, but you should also consult a lawyer about this & other issues.

It's like that with marketing laws. I know what the general laws are, but some business categories have more specialized laws. Since I'm not a lawyer, I won't guarantee full legal compliance.

I work based on current information, some of which comes from clients, or I'd have to charge more to get information my clients should already have anyway.

I won't give legal advice except to advise consulting with a lawyer.

Though you can probably get copies of laws from government legislative web sites, attorneys are apt to know which search terms to use. Attorneys should also know how to interpret laws to determine which are applicable to clients.

Under Construction

What has been/is planned in the city/cities you're considering?

The city where I live had some streets reconstructed. It disrupted some businesses.

Beware: If a street is part of a county/state highway (like here) the county/state may decide to reconstruct the highway even if some citizens oppose the plan.

Street designers were sent to talk to us & get our input.

They told us about budgets, what to expect & how they were limited since some citizens wanted things that would conflict with what other citizens wanted.

They advised local businesses about having appropriate back doors or alternate street access. When streets are torn up in front of those stores, customers should get into them.

Depending on particular situations, emergency exits could be used as temporary entrances. But emergency exits aren't always optimal as entrances.

Even if stores are equipped with back doors for emergencies, disabled people could have trouble entering.

In an emergency, somebody would probably hold a door open so people can quickly leave.

It probably isn't practical for a small store to have somebody watching constantly for people who might want to enter. If disabled people can reach a well-displayed door bell button, they can signal their intentions.

In some places, this could fail legal requirements.

Emergency exits probably aren't near convenient parking spaces, especially for disabled people.

There might be other barriers. Is there a river or something else that blocks access to the backs of these locations?

Our retailers survived. Construction was done quickly since a drought prevented rain delays.

Dennis S. Vogel
thrivingbusiness@email.com
When your marketing is optimal, your business can thrive, no matter who your competitors are.

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Replies:

Subject	Author	Date
Smooth Beginnings Are Possible After Eliminating Some Rough Issues	Dennis S. Vogel	23:04:44 07/16/16 Sat